My favorite brand on social media is Denny’s. The diner chain eschews pretty much every marketing convention, and that’s exactly why its efforts stand out so much.

The company’s online personality has been compared to that of a “chill teenager.” Its Twitter feed is filled with juvenile humor, rarely promoting the restaurant’s actual food in any serious way. I doubt many people find the image of a pancake in a shoe appetizing. The Denny’s Instagram page looks like some sort of bizarre avant garde art project.

None of this goes by the book. But Denny’s scores tremendous engagement on almost every social media channel, and has developed a cult following of sorts on the web thanks to its quirky content. This has proven to be a significant differentiator for their business.

We are in the final stretch of 2017 which means 2018 will be here before we know it. And unfortunately, Q2 will be here in the blink of an eye.

All too often we spend weeks or even months creating a content strategy, and quickly find that by the middle of March, we’ve already abandon our best laid plans. Instead, we should be spending our efforts developing a plan that is tied to a core group of objectives that we can reference as soon as it feels like things may be getting off track.